Turmeric

GAPS:

• there is very little awareness among the people on organic clothing.
• people are not very bothered about issues relating to the environment.
• scarcity of production
• high cost of production(production efficiency is low)
• uneven distribution.
• advertising is not very affordable.

PROSPECTIVE CONSUMER:

demographics:

• expecting or new mothers between the age 23-35
• income group- 12 lpa higher middle class segment
• working, but on leave due to baby or pregnancy.
• location: all metro and 2tier, 3tier cities.

psychographics:

• gets up early morning, spends most of her day taking care of the baby or herself. watches little tv. goes baby shopping often from malls. interested in art, craft, reading playing board games, listening to music, etc. very hygiene conscious, environmental awareness. socialises with close friends and family, excercises daily, interested in exploring new things.
• peer and reference group: other housewives with kids plus working and balancing her life.
• other products: bathroom accesories, sterilisers, body lotions, nappy pads, creams, day to day apparel for baby from benetton or mothercare, little kangaroos, pigeon. food supplements from amway.
• the buyer is impulsive.
• shops with husband and his influence on purchase decision is about 80%.